What is data profiling?
Profiling is defined by more than just the collection of personal data; it is the use of that data to evaluate certain aspects related to the individual. The purpose is to predict the individual’s behaviour and take decisions regarding it. In the context of email marketing, it can be the choice to send a particular targeted email campaign instead of another one.
Profiling can be defined by three specific elements:
- It implies an automated form of processing;
- It is carried out on personal data; and
- The purpose of it is to evaluate certain personal aspects of a natural person to predict their behaviour and take decisions regarding it.